SEARCH ENGINE OPTIMIZATION (Skill Based)

Paper Code: 
SCAI 502
Credits: 
4
Periods/week: 
4
Max. Marks: 
100.00
Objective: 

Explore the concepts of search engine optimization and its application

2. Introduce students to basic applications, concepts, and techniques of search engine optimization.

 

Course Outcomes (COs).

Course Outcome (at course level)

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will:

CO6. Apply concepts of search engine optimization.

CO7. Apply basic operations on optimization techniques.

CO8. Apply to perform Google Penguin.

CO9. Describe the concepts of Article spinners and its applications.

CO10. Develop a search engine optimization a real life problem and evaluate its performance.

Approach in teaching:

Interactive Lectures, Discussion, Demonstrations, Group activities, Teaching using advanced IT audio-video tools .

Learning activities for the students:

Effective assignments, Giving tasks.

 

Assessment Strategies

Class test, Semester end examinations, Quiz, Practical Assignments, Individual and group projects.

 

 

 

9.00
Unit I: 

Introduction to Search Engine, SEO & It's Importance, search Engine Works, Crawler, Indexing & Algorithm, SERP, ON Page & Off Page SEO, 5 Steps SEO Process.

Important components of On Page SEO, What are keywords & its type, Type of Search Intent

9.00
Unit II: 

Keyword research, Google keyword planner Tool, Other Keyword research tool, Competitor Analysis of Keywords, Site Structure and its ce Site Structure: Categories, Tags, Internal Linking & External Linking, Website Content Optimization.

Type of content, how to write SEO friendly Content, how to use Keywords in content (On-page SEO), Meta Tags, Meta Descriptions & Site Links, Keyword Placements V/s Keyword Stuffing, Keywords in blogs & articles

 

9.00
Unit III: 

Domain Name Selection, Site Tracking Tools (Google Search Console), Sitemap creation & submission, Robots.txt, Rich Snippets & Schema, Canonical URLs and Redirections, how to Improve Website Speed, and Website Security

9.00
Unit IV: 

Page SEO, Link Building (Backlinks) & Its importance, Link Popularity, Link relevancy, and Link velocity. Traits of High-quality Backlinks, what is Domain Authority Page Authority, Difference between Do Follow & No Follow backlinks, what is Google Page Rank. Link Building Fundamentals, Link Building Strategies, Guest Blogging, Search engine Submission. Directory Submissions, Article writing & Submission, Press Release Writing & Submission, Blog posting & Blog Commenting, Web 2.0 Backlinks, Classified Posting, Forum Posting, Business Listing, Social Bookmarking, Social Networking, RSS Feeds, Other Backlinks Techniques: Competitors backlinks, Mention Influencers.

 

9.00
Unit V: 

Local SEO (Google My Business), Web Stories, Mobile SEO, E-commerce SEO, optimizing with Google Algorithms, Google Analytics, Measuring SEO Effectiveness, Website Position Analysis, Website monthly Reports, Rank Monitoring Software, Website Audit, and SEO Checklist.

 

ESSENTIAL READINGS: 
  • The Art of SEO, Mastering Search Engine Optimization by Eric Enge, Stephan Spencer, Jessie Stricchiola · 2015.
  • Search Engine Optimization and Marketing, A Recipe for Success in Digital Marketing by Subhankar Das · 2021.
  • Introduction to Search Engine Optimization, A Guide for Absolute Beginners by Todd Kelsey · 2017

Suggested Reference Books

  • Search Engine Optimization Bible by Jerri L. Ledford · 2015.
  • SEO 2022-Learn Search Engine Optimization with Smart Internet Marketing Strategies by Adam Clarke · 2022.
REFERENCES: 

Reference Journals:

  • https://www.searchenginejournal.com

 

E-Resources including links

 

Academic Year: 
2023-24
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